TLDR: Google has launched a new AI-powered feature within Google Search that enables its artificial intelligence to contact local businesses on behalf of users. This eliminates the need for direct human-to-human phone calls, allowing users to effortlessly gather information such as pricing, availability, and service details for various local services like pet grooming, auto maintenance, and dry cleaning. The feature is rolling out to all U.S. Search users, with enhanced capabilities for Google AI Pro and AI Ultra subscribers.
Google has unveiled a significant advancement in its search capabilities with the introduction of an AI-powered calling feature, designed to streamline the process of gathering information from local businesses. This innovative tool allows Google’s artificial intelligence to make phone calls on behalf of users, effectively removing the need for individuals to directly contact businesses for inquiries about pricing, availability, and services.
The feature, which began rolling out to all Google Search users in the United States this week, is a direct integration into the search results interface. When users search for local services such as ‘pet groomers near me,’ ‘dry cleaners,’ or ‘auto shops,’ they may now encounter a prominent ‘Have AI check pricing’ button. Upon clicking this option, users are guided through a brief questionnaire to specify their needs, including details like service type, time preferences, and preferred communication method (SMS or email).
Google’s AI then takes over, autonomously calling one or multiple relevant businesses. These businesses are selected based on traditional local search rankings and Google reviews. The AI efficiently gathers the requested information, such as service costs, appointment availability, and even restaurant wait times. All collected data is then consolidated and presented back to the user, typically via email or text message, aiming to complete the entire process in 30 minutes or less.
This development leverages ‘agentic AI,’ a sophisticated form of artificial intelligence capable of thinking, planning, and acting autonomously. While the core functionality is available to all U.S. Search users, subscribers to Google AI Pro and AI Ultra plans will benefit from higher usage limits and potentially more advanced capabilities. This feature builds upon Google’s earlier Duplex technology, which debuted in 2018 for Google Assistant, now bringing this convenience directly into the Search experience.
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For businesses, Google has implemented safeguards, including a daily limit on the number of AI-initiated calls a business can receive, and the option for businesses to opt out of the service entirely. The primary goal of this new feature is to save consumers time and effort, while simultaneously creating new avenues for businesses to connect with and book customers more efficiently. This initiative underscores Google’s ongoing commitment to integrating advanced artificial intelligence into everyday tasks, making search more helpful and proactive.
